From scrunchies to tote bags, Norika Fernandes is weaving affordability and sustainability into every handmade piece
KALYANI JHA | NT BUZZ
In a world dominated by fast fashion and mass-produced accessories, Sewdicted by Norika Fernandes is quietly carving a niche with handmade works that are as thoughtful as they
are stylish.
“I began stitching because I liked making my own outfits. These would often get compliments,” she says, adding that she is mostly self-taught, having learned the craft on her mother’s old
sewing machine.
But the roots of the idea for her business began with a request to make a scrunchie from her sister’s friend. “She liked what I made and that gave me confidence to make more,” she says.
Around that time, Fernandes noticed that scrunchies available online were priced far beyond what many would comfortably spending on simple hair accessories. That observation sparked the idea of starting her own business.
“I felt scrunchies were a good way to start, because you can make it quickly, and I wanted to begin with something small since I was also balancing my job in a hotel. Alongside, I also started making hair bows,” she says.
Sewdicted began around six years ago during the COVID-19 period buoyed by the encouragement from her family and close friends.
“My business name was derived from two words – ‘sewing’ and ‘addiction’ which basically means I’m addicted to sewing,” she
says with a smile.
Over time, she expanded her offerings to include pouches, handbags, laptop bags, and more which are designed for everyday life.
At the heart of Sewdicted lies a simple philosophy — style should not come at the cost of affordability. “ Till today, I haven’t increased my prices much because I want it to be seen as an affordable brand for teenagers and children.
Sustainability plays an equally important role in her
creative process. “Most of my items are made from dead stock products, the leftover materials from all these big clothing items that remain,” she explains. These she collects from tailors. Instead of allowing these fabrics to end up in landfills, she gives them a second life. Besides this, she also buys fabrics that she feels will draw customers in.
Fernandes has participated in pop-up markets and accepts orders from her social media handles, but she believes in growing slowly and at her
own speed.
